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In order to augment revenues, some networks and studios are working with advertisers and including products or what amount to product endorsements into the actual content of programs. So-called 'product integration' forces content creators to become ad writers.

As a result of years of lobbying and pressure from the WGAW, the Federal Communications Commission recently announced a process to develop rules for disclosure when products are integrated into content.

The growing use of product integration in television and some of the worst examples of product integration. Watch video

Product Integration Facts:

According to Nielsen Media Research, product integrations on network television rose 14.77% to 5,190 in 2007.

The U.S. represents by far the largest market for product placement and integration.With $1.5 billion annually in paid placements and integrations, the U.S. constitutes 68% of the global market.1

In July the Federal Communications Commission announced that they are considering new rules that would require networks to disclose to viewers when products have been integrated into programming. The WGAW has held that the only foolproof way to make sure that viewers are aware that they are being advertised to is to tell them, during the program, by running a crawl whenever an integrated product is mentioned/referenced or exhibited. To learn more about the WGAW’s position:read our filing to the FCC.

On September 20, 2007, Writers Guild of America, West President Patric M. Verrone testified before the Federal Communications Commission asking them to consider adopting a rule requiring networks to clearly disclose to viewers when advertisers have paid to insert branded advertising and other forms of product integration into television programs.

Against the backdrop of the 2006 network upfronts, the WGAW hosted a press conference at New York’s Le Parker Meridien Hotel, featuring a line-up of top TV showrunners examining the rise of product integration on television.